Engage and inspire with your content

 
 

Great content gets the message right, says it in a compelling way and uses formats and channels that connect with your audience – at whatever stage they’re at in the buyer journey. However brilliant your strategy, the content itself has to work hard.

Drawing on storytelling techniques, I go beyond standard corporate rhetoric to help you find what’s human, inspiring and real. I take dry, long-winded text and make it concise, action-oriented and focused on the needs of your audiences. I make sure your content is fit for the channels you’re using, particularly those in the digital environment. You get what you need to achieve your objectives at each stage of the buyer journey.

 

I can help you with:

Marketing and insights content creation

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Repurposing of content
into all formats

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Presentation, speech and video creation

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Naming and ultra-concise copy creation

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Marketing and insights content creation

Your content needs to bring to life your distinctive offerings and points of view in all relevant formats. I can help you by:

  • Writing marketing copy from scratch, telling a compelling story of how your services can solve problems and achieve positive outcomes for clients

  • Writing insight-based content based on interviews, survey findings, desk research or other input – in the style that works best for your business and target market

  • Taking your drafts and reworking them, to strengthen and emphasise the key messages and make the language more persuasive

 

Repurposing of content into all formats

Today’s multi-channel environment demands many different formats for your content. I can help you by:

  • Writing your core content in such a way that it’s easy to repurpose into multiple formats

  • Taking your approved core content and writing the copy you need for your chosen formats

  • Creating content that’s needed to support in-person contact, whether speaking at events and briefings or one-to-one conversations with clients

Presentation, speech and video creation

The spoken word is increasingly important in marketing, brand and communications content, thanks to the rise in video formats and the ease with which video content can now be created. I can help you by:

  • Working with you to create your presentation, weaving existing material into a storyline that’s engaging and distinctively yours

  • Writing speeches that strike the right note with your audience – whoever they may be

  • Storyboarding and scripting videos in a range of formats

 

Naming and ultra-concise copy creation

Today’s information overload means it’s vital to make an impact with your message – and fast. Creativity is at the heart of doing this, whether fusing words and images in an interesting way or delivering an unexpected twist. I can help you by:

  • Finding a name for your product or solution that distinctively conveys the value you provide

  • Creating a strong headline thought or message to bring your advertising and short-form copy alive

  • Writing body copy, narratives and manifestos of any length and style, including pay-offs and calls-to-action

Some examples of my content creation work:

  • Top-level website copy for global business

    Why: Refresh of brand positioning and visual identity demanded a new website and messaging

    How: Worked with business and marketing leaders to identify differentiated messages that brought the new brand positioning to life

    Impact: Clear articulation of services and value, widely used for more than five years

  • Reshaping survey-based thought leadership

    Why: Draft written in academic structure and style, with key messages buried and undifferentiated

    How: Employed journalistic structure and style, putting key messages upfront, using subheads to tell a high-level story, and simplifying language

    Impact: Much more engaging content, accessible to the skim reader and ready for repurposing

  • Body copy for global advertising campaign

    Why: Inspiring creative ideas had been produced, but descriptive body copy was needed for certain media

    How: Worked with creatives and marketing people to agree messaging and articulate value for client

    Impact: Enabling powerful creative concepts to work well in a wide range of media